Bibliographic citations
Aranda, A., Solis, M. (2019). Factores de Mobile Marketing con relación a la intención de uso de aplicaciones móviles de empresas bancarias en millennials de Lima Metropolitana [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/654065
Aranda, A., Solis, M. Factores de Mobile Marketing con relación a la intención de uso de aplicaciones móviles de empresas bancarias en millennials de Lima Metropolitana [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/654065
@misc{renati/393319,
title = "Factores de Mobile Marketing con relación a la intención de uso de aplicaciones móviles de empresas bancarias en millennials de Lima Metropolitana",
author = "Solis Villanueva, Milagros Mariana",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
Currently, financial institutions are encouraging their clients to opt for digital channels. In this sense, mobile banking applications allow users to make transactions anywhere and anytime from a mobile device. This research seeks to identify the mobile marketing factors that influence the intention to use and that lead to the satisfaction of mobile banking users in Metropolitan Lima. Therefore, the factors considered in the research are: personalization, mobility, compatibility and location. For this, this work offers a bibliographic balance that focuses on describing each proposed factor. In this sense, a digital survey on the perception of users of mobile banking and the development of a focus group is proposed. Likewise, the main evidence on the content of the main banking entities in their social networks is shown, which refer to the study factors.
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